What are the most important "marketing laws" that brand owners need to know about and apply? Do loyalty programs work? Should STP" (segmentation, targeting, positioning) remain the holy grail of marketing – and why not? Join our Marketing Institute Leader, JP Kuehlwein, as he sits down with Dr. Byron Sharp, Professor of Marketing Science, and the Director of the Ehrenberg-Bass Institute, at the University of South Australia, to discuss his new book, How Brands Grow: What Marketers Don't Know, which offers his unique perspective on these questions and many more.